• Negative publicity forces the American Medical Association to back out of a deal promoting Sunbeam health-care products -- and to pay Sunbeam $9.9 million
• Levi-Strauss is written off as stodgy and unfashionable by the all-important youth market and loses its long-held position as the world's preeminent maker of denim jeans
• Nike carefully crafts an image of athletic shoes as a symbol of skill, rebellion, and individuality and commands a premium price in a saturated marketplace

Written by influential marketing veteran Joe Marconi, Reputation Marketing bypasses the theoretical to provide concrete guidelines, examples, and insights for maintaining a company's standing in the public eye. Drawing important distinctions between reputation marketing, brand marketing, and image marketing -- and the often-dissimilar steps needed to establish and maintain each -- this practical book covers subjects including:

• How to maximize the power of certain words and the images they bring to mind
• The integral role of research in determining public expectations and requirements
• How new media sources such as the Internet can both build and harm reputations